Qoil Inc. Provides End-to-End Support for Bioderma's First 'Rilakkuma' Collaboration. Designing Fan-Centric Experiences from SNS to In-Store.

Qoil Inc. (pronounced "Coil," Headquarters: Minato-ku, Tokyo, Representative Director and President: Hiroshi Yamashita, hereafter "Qoil"), a consolidated subsidiary of iRidge Inc. (Headquarters: Minato-ku, Tokyo, Representative Director and President: Kentaro Oda, Tokyo Stock Exchange Growth: 3917, hereafter "iRidge") that develops communication design businesses related to marketing, announces that it has produced a comprehensive promotion utilizing the popular character "Rilakkuma" as the first IP collaboration for the skincare brand "Bioderma," including products for sensitive skin, rolled out by NAOS JAPAN Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo, Representative Director and President: Jean Girard). Background and Challenges: Strategic IP Selection to Solve Marketing Issues Backed by a high repeat rate, Bioderma aimed to create touchpoints with new customer segments as its next phase. In response to this goal, Qoil utilized its past brand support experience and focused on the affinity between the convenience of "Sensibio H2O," which completes makeup removal, face washing, and moisturizing care in one bottle, and Rilakkuma's worldview of "it's okay to take it easy at your own pace." This project was realized by formulating a comprehensive promotion plan that embodies the brand's thoughts, starting from optimal IP selection based on insights from the target demographic. Creative That Captures Fans' Hearts, Transcending Existing Frameworks In this campaign, we challenged ourselves to create an expression that integrates the brand's original regulations and the character's individuality at a high level, rather than simply placing the character on the package. We adopted an original, newly drawn Rilakkuma facing sideways wearing a headband, and minutely adjusted the color of the outlines to harmonize naturally with the brand's worldview, producing a unique softness. In addition, we created a thick, pleasant-to-touch headband as a novelty item, which was well-received by buyers. We designed an experience that captures fans' hearts down to the smallest detail, such as adding a small window on the product package so that the Rilakkuma embroidery on the headband inside peeks out from the outside. Execution Support Close to the Brand, Achieving New Shelf Space and Additional Orders In this project, we designed the brand experience end-to-end, from story development to key visual production, packaging, in-store displays, novelty production, and even execution support for business negotiations and promotions. We focused on delivering a consistent message at all touchpoints connecting the brand and its fans. In business negotiation support, we backed up sales activities from the initial phase with visual production that materialized the image of in-store rollout, playing a role in delivering the brand's appeal more effectively to distribution channels. On the promotion side, starting with teaser SNS operations, we expanded multilaterally through in-store digital signage, SNS viral campaigns by demographic, and magazine tie-up advertisements, seamlessly connecting online and offline. As a result, in addition to acquiring new shelf space where it hadn't been deployed before, we achieved additional orders from early-adopter stores, mainly variety shops, and garnered strong reactions from the fan base. This series of initiatives has led to solid business results, such as the decision to continue with the next campaign. Story design aligned with Rilakkuma's worldview Relaxing while the skin becomes smooth. Today, I just want to take it easy. At times like that, Sensibio H2O is My ally who stays close, saying, "It's okay to be carefree." Just wipe it off while relaxing, And makeup and dirt slip right off. Leaving only moisture firmly behind, Sensitive skin feels relieved and relaxed. Skincare without stretching too far. But properly conditioned. The time when I can return to my natural self Is always right by my side. With the catchcopy "Skin smooths out while relaxing," a key visual that intuitively communicates product benefits. Product packaging where the Rilakkuma embroidery on the headband peeks through a small window. Image of in-store display Future Outlook Going forward, Qoil will continue to contribute to the business growth of companies through end-to-end production, from precise strategy formulation aligned with clients' business challenges to output, rather than stopping at mere buzz creation. Marketing personnel of companies interested in promotion support utilizing IP and characters, or business negotiation and sales support, are encouraged to contact us. Project Members Producer/Art Director: Taiichiro Kubota Communication Planner/Copywriter: Yuri Nobekawa Designer: Hiroko Matsui Production Director: Naho Igarashi Qoil Inc. With love, humor, and passion. An "intention-driven" partner accompanying companies with strong will.